It all started in the 90s with telemarketing which proved to be a fantastic sales medium from the comfort of your own home, with just one phone call. Around the same time, the first web shops appeared, which introduced completely new possibilities for even simpler purchases available at any time in just a few clicks. During the pandemic, online shopping has proven to be crucial for the supply of all manner of products and made life significantly easier for consumers. But how does online shopping affect a business, whether it has a web shop or not? What else has the pandemic taught us? At what point of development are we now and why is investing in a web shop one of the most important and most profitable investments for the future of business?